Why do fashion brands become a landscape with museums? Columnist Peopletalk Alyosha Slavko

Today, stores are going beyond more and more trade. They become areas where they come not only for buying, but also for emotion, impression and history. Korean experience proves that a properly designed boutique can compete with a museum or exhibition and can turn into a damp point for tourists and local residents. About how Fashion learned to speak the language of art, in the new column of the fashion and writer of the telegraph channel “Cream”.

The new season immediately started at Grandiose events: Fashion Week and then – Art Fairs. Fashion and the art industry touch not only in the strict event program, but also when they support each other efficiently.

The other day, the news was seized by information: the South Korean Gentle Monster’s glasses brand only launched a new collection with a pleasant face of a pleasant Tilda Swinton, and also opened the doors of the Great Haus Nowher area. The new building includes all the projects of the kind monster of the concept player creative team. Very few people attracted attention, but Nuake Cafe, perfume brand Tamburins and new ATIUSTURS MANAVAR’s subsidiaries.

Now, along with the historical attraction centers, the gentle monster stores have become the compulsory points of touristic roads throughout Korea. But why is it so special and so much noise in the discovery seems to be “just shops”?

Every launch of every field and brands is accompanied by art projects: a full -sized horse, smoke mushrooms or provocative video installation. Art objects are always related to the theme of the collection and become the center of the activity and information farm. And retail products themselves entered the background by entering a connection and the possibility of “involvement”.

It is almost impossible to leave without purchasing: the sales department is satisfied and installation costs pay the volumes exactly. Moreover, success is so great that the delivery of the goods and the dose of the delivery of the goods – probably another trick of marketers to create a famine and hype.

Arts and impressions do not become directly, but it is definitely a working tool and most importantly – a way to tell a story, inspire, realize the idea, and show it clearly. A striking example is Korea, where fashion and art are really united. Juun J boutique is a black piece, a giant tree with metal chain mail instead of curtains, alo – these are the architectural projects you want to return and discover every new collection.

Rarely when we leave the artist’s exhibition without “souvenir .. We have the same effect in the fashion segment: impression. And the impression guaranteed coverage area, an infoshum and as a result sales.

In Russia, the tendency of decorated areas has not yet reached full power. Probably, trade departments are not yet under Reils, but under the installation, the “golden square” is not ready to sacrifice. However, there are exceptions: the Choux team and the gold beans in the center of the boutique, the flagship lime represented by the art projects of artists on the top floor, and the new press area is not only with the product, but also with the environment of a unique writer.

Contemporary art fairs were full of commercial stands: Act, Ekonika, 1811 and other brands swung in the full power of fantasy. These are the first steps to develop and support the cooperation of the two industries, but are already confident and fast. I would like to believe that the new season will give even more inspiring projects and unique spaces.